1. Marco Beach Ocean Resort
Social Media Marketing

2. Social Media Marketing
(Hospitality-Driven Marketing)
• Relationship building & customer satisfaction
• Long-term value over short-term sales
• Seeking permission & Serving Needs
– Spam vs. mailing list
• Metrics
• Extremely Targeted & Heavily personalized
– one-to-one relationship that the customer expects
– Tracking customer behavior
• Direct engagement to create brand advocates and
spread word-of-mouth

3. Facebook - Overview
• 800 million active users
• USERS amass an online network of
friends, family, acquaintances & then post content/info
that gets shared with them
– Profile – display your personal info and keeps record of all
your posts
– News Feed –constantly-updating stream of your friends’
posts
• Pages – business profile
– “Friend” the person, “Like” the page to subscribe
– The posts of the business show up in the news feed of the
subscribers

4. Facebook - Hotels
• Marco Island
– Marco Beach Ocean Resort – 567 likes
– Marco Island Marriott – 5,659 likes
– Marco Island Hilton – 847 likes
– The Boat House – 279 likes
• Naples
– Naples Beach Hotel – 4,016 likes
– Ritz Carlton of Naples – 16,689 likes
– Naples Grande – 1,994 likes
– Bellasera Hotel – 557 likes
– LaPlaya – 4,597 likes
– Inn on Fifth – 679 likes

5. Facebook – Welcome Pages

6. Facebook – Welcome Pages

7. Facebook – Welcome Pages

8. facebook.com/marcobeachoceanresort

9. Facebook – Status Updates
(or: what the hell do we post?)
• Hotel
– Engaging Content – Pictures & Videos
• Holidays, Staff, Beach
– Seasonal deals & Specials
– Facebook Fan Promotions
– Upcoming events, concierge’s tips
• Sale e Pepe
– Post new menus, pictures of special dishes
– Special deals – ½ off Happy Hour Bar Bites
– Click Rate
– Number & Quality of Reviews (not necessarily the star value)
– Paid Listing

10. Example Posts

11. Example Posts

12. Example Posts

13. Example Posts

14. Facebook – Status Updates
What do people like to share w/ friends?
• Pictures
– Family – spouse, kids, parents, pets
– Special Events, Social Life, Holidays
– Themselves (exercise in narcissism)
• Share Content
– News articles – political, business, entertainment
– Videos & Pictures – funny, inspiring things they find online
• Personal News & Announcements
– Where they are, what they’re doing – Vacation & Travels
– Random quotes, happenings & observations about life
• Feedback
– Emotional: praise, condolences, anger
– Critical: complaints, suggestions, appreciation

15. facebook.com/marcobeachoceanresort
(facebook.marcoresort.com)

16. facebook.com/marcobeachoceanresort
(facebook.marcoresort.com)

17. Who are our customers?
Jonathan Hill Stephen C
• Miami, Florida • Columbus, Ohio
• Professional Videographer • Married
• Married (Chari Meltzer)
• Dog-owner & pet-lover
• Anniversary (Jan 18, 1998)
• Two Kids • Very Political (Republican)
• Jewish • Likes going to Star Wars &
• Likes Boating/Fishing comic book conventions
• U.S. Army Vet • 232 Facebook Friends
• UMiami Football Fan
• 289 Facebook Friends
This is by just looking at their Facebook pages.
Imagine if we googled them!

18. Facebook Timeline

19. Facebook Insights – User Metrics

20. Facebook Insight – User Metrics

21. Facebook – Actions
• Prepare Content for Posts
– Publishing Calendar
• Reply to all guest comments
– Reply to all guest comments, especially when
something special
– Answer any questions they may have
• Track Customers
– Demographically via “Insights” metrics
– Learn more about individual guests, especially repeat
visitors & active facebook participants

22. Facebook – Goals
• Set a milestone for subscriber base
– Push in-room and in-restaurant promo campaigns to
increase our Facebook fan-base
– Incentivize being active subscribers to our page
• Collect Relevant Customer Data
– Facebook info, Hotel visit & spending patterns
• Begin targeted marketing campaigns
– Via personalized e-mail blasts & one-to-one via
Facebook (for their friends to see)
– Reward guests for being advocates of our business

23. Twitter
• 300 million users
• Twitter users post messages openly or
directed toward other users – “tweets”
• Profile – list of all our tweets
• Stream – list of all our followed users’ tweets
• “tweets” are publicly searchable
– Returns up-to-moment results for who is talking
about “Marco Island”

24. Yelp - Overview
• Local Directory & Review Site
– Mobile App, Location-Based, Siri for iPhone
– 61 million site users, 5 million mobile app users
• Search Results & Ranking
– Location (mile proximity using phone app)
– Listing Content
– Click Rate
– Number & Quality of Reviews (not necessarily the star value)
– Paid Listing
• Yelp Review Filter – Authentic natural reviews
– Active “Elite” users carry high value
• User has a Yelp profile and reviewed multiple businesses in the area
• Value comes from how much time you invest in the site (number of friends & reviews)
– “Encouraged” reviews by the business have little or no value
– Fake Reviews negatively effect score
– Rare Extremes (1 star & 5 star) do not carry as much weight

25. Yelp – Review Filter
• Services filter what they believe are “Untrusted” reviews
• In order for reviewers to seem more legit, they most likely have to:
– Subscribe as user to Yelp & fill out as much personal content as possible
– Connect with friends
– Post multiple reviews at variety of venues & locations
– Post user picture

26. Yelp – Marco Island
• Hotels
– Marco Island Marriott*
Rank # 1, 4 stars, 35 reviews
– Marco Island Hilton*
Rank #2, 3.5 Stars, 9 reviews
– Eagle’s Nest Beach Resort
Rank #3, 5 stars, 1 review (very elite user)
– The Surf Club
Rank #4, 5 stars, 1 review (somewhat active user)
– Marco Beach Ocean Resort
Rank #5, 3.5 stars, 4 reviews
*Marriott & Hilton have special affiliations with Yelp

27. Yelp – Marco Island
• Italian Restaurants
– #1 Da Vinci Ristorante Italiano (4 stars, 28 reviews)
– #2 Arturo’s Ristorante Italiano (4 stars, 15 reviews)
– #5 Sale e Pepe (4 stars, 9 reviews)
• Restaurants
– # 1 Kurrent’s Restaurant (4 stars, 11 reviews)
– #2 Arturo’s Ristorante Italiano (4 stars, 15 reviews)
– #3 Verdi’s American Bistro (4.5 stars, 24 reviews)
– #4 Da Vinci Ristorante Italiano (4 stars, 28 reviews)
– #7 Sale e Pepe (4 stars, 9 reviews)

28. Yelp – MBOR

29. Yelp – Sale e Pepe

30. Yelp – Paid Ads
• Two kinds of listings
– Search Results Page Listing
– Competitors’ Business Page Listing
• Impression-Based (how many users see the ad - 800)
• Includes:
– Targeted Ads
– Enhanced Profile (photo slideshow, video)
– Competitors’ ads removed - Prohibit other businesses
from showing their paid listings on your page
– Account Manager
– Advanced Tracking

31. Search Page Listing

32. Competitor’s Business Page Listing

33. Yelp – Deals
• E.g. Groupon, Living Social
• Purchased online
• No upfront; Yelp retains 30% of the discounted
price from each deal sold

34. Yelp - Actions
• Make sure listings are accurate
– Hotel & Restaurant amenities, prices, hours of
operation
• Respond to ALL reviews
– Show appreciation and respect to ALL customers
– Comments are PUBLIC
– show efforts to correct a Negative experience
• Attract Elite Reviewers
– Yelp isn’t kidding about this (http://www.yelp.com/elite)

35. FourSquare - Overview
• 10 million registered users
• Completely Mobile location check-in app
• Using GPS, people check-in
• Users’ check-ins are announced to friends via
facebook & twitter (Hey, guys– I’m here now!)
• Businesses can reward regulars in the site via
running special deal campaigns
• Track overall check-ins & individual users

36. FourSquare - Metrics

37. Trip Advisor - Overview
• 50 million users monthly
• Owned by Expedia
• Like Yelp, reviews are weighted:
– Contributor’s time on the site
– Number of reviews they’ve posted
– Variety of places they’ve reviewed
– Distribution of votes

38. Trip Advisor – Marco Island
• Hotels
– The Boat House Motel
Rank # 1, 4.5 Stars, 245 reviews
– Marco Island Marriott
Rank # 2, 4.5 stars, 696 reviews
– Marco Island Lakeside Inn
Rank #3, 4.5 Stars, 200 reviews
– Marco Beach Ocean Resort
Rank #4, 4.5 stars, 369 reviews
– Marriot’s Crystal Shores
Rank #5, 4.5 stars, 97 reviews
– Hilton Marco Island Beach Resort
Rank #7, 4 stars, 563 reviews

39. Trip Advisor – Marco Island
• Italian Restaurants
– Sale e Pepe (rank # 18, 4 stars, 55 reviews)
– Arturo’s Ristorante Italiano (# 21, 4 stars, 63
reviews)
– Da Vinci Ristorante Italiano (#8, 4.5 stars, 263
reviews)
• Restaurants
– Verdi’s (#4, 5 stars, 163 reviews)
– Café de Marco (#9, 4.5 stars, 133 reviews)

40. Customer Relationship Management
• Gather Metrics
– Top guests by number of visits & dollars spent per visit
– Top diners by number of visits & dollars spent per visit
• Build Customer Profiles
– Contact, relevant info, personal preferences
– Interactions that our staff has with guests
– Social Networking
• Launch New Marketing Strategies
– Integrated into service & customer experience
– Extends beyond the guests’ stay